AFRAA Secretary General – Mr Abderahmane Berthé, made a keynote speech during the opening ceremony of the 3rd edition of the African Aviation Innovation Summit organized by Kenya Airways in collaboration with AFRAA.
He commended Kenya Airways on its innovation initiatives, which have placed Kenya Airways among the leading airlines in innovation, particularly the Kenya Airways innovation hub and the nomination of a Chief Strategy and Innovation Officer.
The summit theme: “Diversification: Reaching New Customer Segments,” was noted as a call to airlines on the importance of attracting and retaining customers as a crucial strategy in a highly competitive environment. This can be achieved through innovation and digitalization.
On digitalization and innovation, Mr Berthé reiterated that in recent years, the aviation industry has significantly improved the passenger experience; however, customers are still looking for seamless travel.
“In the face of increased competition, an airline must differentiate its customers’ experience. Innovation enables new opportunities; therefore, fostering a culture of continuous innovation is critical.” he stated.
He added that airlines can attract new customers and consolidate relationships with existing ones by understanding customers’ needs. Customers no longer have to visit a physical touchpoint to request service. They appreciate being able to request service at any time and from any place.
Mr. Berthé emphasized that innovation is crucial to an exceptional customer experience in today’s digital environment. It provides airlines with the tools to understand and effectively meet customer expectations.
“Investing in customer-focused technologies drives revenue and fosters loyalty and advocacy among consumers.” Mr Berthé said.
He added that, these innovative tools can be helpful to:
- Facilitate seamless communication through various platforms like email, phone, social media, or online forums. They allow customers to access information, track their orders, and get support without waiting on hold or speaking to a representative.
- Improve service quality and monitor customer service performance, such as response time, resolution rate, or customer satisfaction score.
- Automate standard processes between customer service agents and their customers, effectively saving time and resources and helping customers get answers to common queries and problems faster.
With regards to customer-centricity, Mr Berthé stated that the passenger experience is fragmented and needs consistency. “Different departments are part of the puzzled customer experience. The sales department oversees ticketing; another designs the in-flight experience; another compensation claims for delayed or cancelled flights. Not to mention other service providers involved, such as lounges, ground handlers, and caterers.” He said.
To drive a positive impact for the customer, Mr Berthé emphasized that airlines should explore some critical areas, such as:
- Focus on the passenger’s journey. It begins before they arrive at the airport and continues after the flight has landed.
- Attract new loyal customers. Build relationships with customers that go beyond Frequent Flyer Programs. Focus on meeting specific customer needs throughout the journey. The goal is to become the passenger’s preferred flying partner and an airline they trust to deliver consistent quality of service.
- Establish solid service-oriented partnerships. Various service providers, such as airlines, airports, handlers, caterers, police, customs, immigration, and retailers, are involved in passengers’ travel experiences. Most customers don’t know where the responsibility of one begins and ends. They tend to hold the airline responsible for what happens to them.
- Focus on the existing customer as an asset to the airline. The airline’s existing customers will benefit the airline via experience-based mouth publicity. To rise above competitors, airlines must give their existing users more comfort.
He urged airlines to prioritize all opportunities along the travel retail value chain to satisfy customers.
“Building an innovative strategy starts with a self-assessment of the airline to guide the organisation into the future and improve customers’ experience.” He concluded.